Specialty retail jeweler scores 24K win with digital makeover

January 17, 2013

ARMONK, N.Y. and AKRON — Signet Jewelers teamed up with IBM to give its national U.S. store chains, Kay Jewelers and Jared the Galleria of Jewelry, a digital makeover.

The digital marketing redesign has transformed the multichannel experience for Kay and Jared customers, according to Signet, and resulted in consistent sales growth, including a year-over-year increase of 49% in online sales, as reported in the company's recently announced holiday sales for fiscal 2013.

Consultants from IBM Global Business Services and its digital consulting and design practice, IBM Interactive, collaborated with Signet to develop a more consistent, branded and personalized customer experience for Kay and Jared customers everywhere they shop, whether in a physical store, online or via mobile.

Key components of the multi-phased strategy include the launch of new transactional mobile sites, which enable customers to shop and purchase Kay and Jared products from their mobile phones, and a redesign of the Kay.com and Jared.com websites, which went live before the holiday shopping season.

The new sites combine enable shoppers to find, compare and purchase products online, and boast new custom features that deliver a more guided, personalized shopping experience. Shoppers can chat live with a customer service representative, compare product details side-by-side to help determine their selection and track recently viewed items.

In addition to the customer service enhancements, Signet U.S. also revamped its online credit practices, introducing first-to-market solutions for its industry. As part of this effort, new credit customers now have the ability to access payment information and existing customers can review available credit balance and account details right from the Kay and Jared sites.

"Much of Signet Jewelers' success in building Kay and Jared into two of the most trusted retail brands can be attributed to the expertise and superior customer service they deliver to create a world-class shopping experience," said Paul Papas , smarter commerce global leader, IBM Global Business Services. "In an industry known for being married to tradition, Signet Jewelers is a shining example of how bricks and mortar retailers are redefining the customer experience and embracing digital channels, like mobile and social, as part of their overall strategy to deliver personalized interactions to their customers at every touch point."

"As we continue to evolve to best meet the needs of today's consumers in a rapidly changing digital world, we have placed a priority on developing a convenient digital eco-system that allows shoppers to easily connect with us across all channels, all the time," said George Murray , SVP, marketing, Signet Jewelers U.S. Division. "This focus has allowed us to create a world-class e-commerce and mobile selling solution, and accelerate our constant efforts to innovate the customer experience."

Signet's US division operates more than 1,325 stores in all 50 states primarily under the name brands of Kay Jewelers and Jared the Galleria of Jewelry. Its UK division operates more than 500 stores primarily under the name brands of H.Samuel and Ernest Jones.

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